Jollibee to Become the Philippines' Unofficial Ambassador
Jollibee is one busy bee. These past couple of years, the fast food icon opened outlets all over the world (including Milan and Manhattan), served a Canadian prime minister, launched a Funko Pop figurine, and developed a series of tear-jerking commercials that had everyone on the edge of their hard plastic seats. He also proved that chefs can exude that sprezzetara quality. A toque isn't just an accessory.
This year, the orange and yellow bee officially launches its partnership with the Department of Tourism. Because Jollibee is an ever reliable endorser who keeps things hush-hush, Esquire turns to Tourism Secretary Berna Puyat for more details. She reveals that the project will launch in the second quarter of 2019 and the country's most popular chef will promote Philippine cuisine (and not only Chickenjoy) via leading a "food trip."
"Jollibee will be playing a vital role in our tourism campaigns. It's a brand that has constantly showcased and embodied what we've been promoting to the world for years now: that it's more fun in the Philippines," Puyat explains.
She adds: "Jollibee has introduced the Filipino palate to more and more people across the world. The Jollibee brand has become synonymous with the Filipino identity, a source of pride for all of us."
The partnership is part of Puyat's plans to collaborate with private corporations in order to augment the department's limited budget. In August 2018, she told press that private companies like Cebu Pacific will help campaign for sustainable tourism while Jollibee and Oishi vowed to shoot and air commercials for free.
"Our budget is a little smaller but we’re good with it, because a lot of people in the private sector have been willing to help us… There’s a lot of goodwill, a lot of people who just want to help the country," she says.